Total Branding Transformation

BARRIE ATHLETIC CLUB / CASE STUDY

SITUATION

A brand looking to expand its services was being held back by its old reputation.

SOLUTION

We promoted the refreshed branding via a new website, social media platforms and face-to-face events.

SUCCESS

As a result, the business’ new brand recognition increased and traffic has surged – entirely organically.

OVERVIEW

Founded in the early 2000’s, the Barrie Athletic Club (BAC) opened its doors as an exclusive, men’s only club equipped with squash courts and a full-service bar. However, in 2013 the gym changed ownership and the business was expanded to offer programing for men, women and children of all ages. Despite investing in traditional marketing and sales efforts to promote the new, family friendly environment, the club couldn’t seem to shed its old reputation as a men’s only gym.

At the time, the branding across the digital channels was inconsistent. Their original website’s lack of mobile responsiveness and the minimal functionality was becoming frustrating to management. Few leads were being generated through the website due to the absence of call-to-actions and, as a result, the business was struggling to attract new members.

The Mission

When the BAC approached 44 North with their situation, we knew we needed to do three things:
1. Establish a professional online presence.
2. Bridge the misconnect between their old reputation and new branding.
3. Generate leads.

The Mission

When the BAC approached 44 North with their situation, we knew we needed to do three things:
1. Establish a professional online presence.
2. Bridge the misconnect between their old reputation and new branding.
3. Generate leads.

Identifying New Business Opportunities

By conducting our customer discovery process and developing a value proposition for the new Barrie Athletic Club, we could accurately create a marketing strategy that promoted the new services and target demographic. While we recognized that the original clientele was vital in the continued success of the business, we needed to promote the inclusive environment to encourage other members of their families to join along.

Identifying New Business Opportunities

By conducting our customer discovery process and developing a value proposition for the new Barrie Athletic Club, we could accurately create a marketing strategy that promoted the new services and target demographic. While we recognized that the original clientele was vital in the continued success of the business, we needed to promote the inclusive environment to encourage other members of their families to join along.

Web Development

We built a mobile responsive website with conversion optimized call-to-actions to facilitate lead generation for the various programs and services offered by the gym. From information on each of the amenities to class schedules, we designed and developed a site that acted as a resource both for current and prospective members as well as for staff and administrators of the gym.

Web Development

We built a mobile responsive website with conversion optimized call-to-actions to facilitate lead generation for the various programs and services offered by the gym. From information on each of the amenities to class schedules, we designed and developed a site that acted as a resource both for current and prospective members as well as for staff and administrators of the gym.

Multimedia

Given the wide range of services the BAC offers, we determined that video would be the best medium to illustrate not only the services, but the culture of the club. We planned, filmed and produced a 90 second promotional video which advertised the club as a “family-friendly fitness” facility. Not only did this become an anchor for the website, but it also became a great resource that was easy to engage with and share across social media. In addition, high-quality photography was taken of the facility and classes in session to help show the new culture of the club.

Getting Social

While the BAC had transitioned from its traditional branding, there was one key value we needed to keep instilled in the marketing model: a focus on the brand’s social life. Inspired by the traditional squash court culture, we recognized the need for the gym to still offer opportunities for club members to interact.

Networking & Event Planning

We hosted Friday afternoon happy hours in the club – after all, they had a full-service bar! Not only did this allow members to mingle with one another outside of their workouts, but it quickly became a new sustainable source of revenue. Additionally, through these networking opportunities we were able to introduce “strategic partnerships” for members who own businesses. This upgraded membership let the partners promote their businesses and speak at the different social engagements.

Social Media Strategy & Management

We recognized the need for an on-brand social media strategy. We rebranded their social media accounts and developed a strategic approach which promoted their services, staff, culture and events. Through Facebook, Twitter and Instagram, we created a consistent look and feel through fonts, colours and images.

We managed their social media and eventually trained their in-house staff to assume these tasks. Their strong social media presences continues to this day.

THE RESULTS

Through search engine optimization, we were able to put the facility on the Barrie map.

The club ranks #1 above larger brands like LA Fitness and GoodLife on niche words including Squash Courts, Squash House League and Squash Lessons.

Over the course of a year the BAC increased visibility by 20% on 57 high volume keywords in Barrie.

“44 North helped us identify our target customers and develop messaging to draw them into the club. Although just launched, our new website has been performing excellent. Our new and improved online presence is generating leads and we are seeing new faces in our gym trying out our programming.”
– Laurie Book, General Manager

Website Design

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